In this case the term vernacular refers to the "elite group of people" that lack the originality to come up with their own thoughts and terms. When the rulers dictate a term or a concept that must be repeated by all then they blindly parrot what the are told to say.

Chimp was fashioned by an elitist magazine article and quickly became the talking point of those that were superior to rabble that just work and wanted to be left alone.

The latest concept that they are all parroting is "oligarchy". Most of mindless sheep that blabber about this concept have no idea what it is or the fact that 80% of the billionaires in my country support the democrats and the DC rulers that lord over us. It's actually embarrassing to watch someone screaming at a rally to get rid of oligarchs and who have vote for the people that are put in place by them. Not much different than the working rabble communists that fully supported their government and the bourgeoisie who shopped at their own fully stocked stores while they toiled and waited in line for their weekly ration of potatoes, cabbage and vodka.